The St-Germain Peep Show reimagined Periscope from a live streaming platform to a destination for episodic, must-see viewing that infused The Day with provocative moments of beauty that previously belonged to the night. The idea successfully demonstrated that nightlife doesn’t have a stranglehold on provocative moments.

Twitter created Periscope to capture live moments, happening real-time in the real world. The St-Germain Peep Show, still totally live and unscripted, portrayed a daylit moment of beauty and transported the audience to another time and place. Directed by the acclaimed Floria Sigismondi and starring New Girl’s Hannah Simone, The St-Germain Peep Show opened a brief window into a dream-like world accessible only in six, 2-minute increments, every hour on the hour. Content was viewable for one day before vanishing forever. Between episodes, the production team rushed just-filmed footage to an on-set war room, cut teaser content, and pushed it out on Twitter, Instagram, and Facebook, using paid media to amplify the shows and capture as many viewers as possible.

St-Germain’s Daylife celebration was a success. Peep Show—named one of Twitter’s Creative Favorites 2015—reached an audience of 12M viewers and resulted in a 220% boost in engagement for the brand—with 97% positive sentiment. These results are particularly impressive considering the risk involved with not only broadcasting live—each mistake is immediately evident and irrevocable—but doing so on a new platform with no precedent for successful brand involvement.